White Paper

Digital Reimagination of Communication Providers

The new digitally empowered consumers demand a plethora of services spanning content, communications, and enterprise services. The services - leveraging the burgeoning smart device ecosystem- are expected to be delivered seamlessly via unified engagement channels with consistent quality of experience.

In this paper, we look at the digital consumer economy at length – its services and

stakeholders- and explore how Communication Providers can leverage the digital five forces - mobility and pervasive computing, big data and analytics, social media, cloud, and artificial intelligence and robotics – to lead value creation in the digital ecosystem.

With the maturing of digital five forces, Communication Providers require a paradigm shift in ways organizations run, perceive customers, evolve processes, conceive products and services and make business decisions. To be a value leader in the digital consumer economy, this paper espouses Digital Reimagination of Communication Providers across six organizational dimensions – business models, channels, processes, workplaces, customer segments and products and services.

Evolution of the Digital Consumer Economy

The world economy is on the verge of the next wave of growth powered by all things digital. This digital revolutionheralds a paradigm shift in the way information is generated, aggregated, dispersed, subscribed, consumed andshared by us.The digital evolution ushers in a new era of hyper-connectivity triggering multi-imensional/multi-directionalinformation and data flows spanning devices, appliances, and all things connected.

Into this all pervasive change driven by all things digital and a new legion of digitally aware consumers, thereemerges a digital consumer economy where enterprises, governments, communities, and communication serviceproviders cohabitate, partner and cooperate to deliver digital services to the end consumer.To lead value creation in the digital consumer economy, it is pertinent for all key stakeholders –CommunicationProviders including OEMs, Equipment Vendors and Communication Service Providers – to comprehensivelyreimagine their business models, customer segments, products and services, channels and business processes.

Importance of Digital ReimaginationTM

TCS views Digital ReimaginationTM as leveraging the power of the digital five forces to reimagine six areas of anenterprise – business models, channels, customer segments, business processes, workplaces and products andservices. The digital five forces – mobility and pervasive computing, big data and analytics, social media, cloud, artificial intelligence and robotics - are maturing and precipitating the shift from the internet economy to thedigital consumer economy.

Digital ReimaginationTM of Communication Providers

The immense power of the digital revolution can be realized and subsequently leveraged upon only iforganizations including Communication Providers recognize the far reaching impact of the digital five forces.

Reimagining Service Delivery Infrastructure to Power New Business Models

The success of Digital Reimagination and specifically business model reimagination, hinges on the ability of theCommunication Provider's service delivery infrastructure to enable it. It is thus pertinent to reimagine servicedelivery infrastructure for future needs to power a reimagined business model.

The first phase of Communication Providers' transformation focusses on driving value from thecore aided by integrated cloud services capable of delivering infrastructure, network and other core services tocustomers and enterprises alike in a B2C, B2B and B2Bx context.

Reimagine Communication Channels in the Digital Era

Integrated channels:Providing seamless and consistent quality of experience across all engagements with thecustomers, spanning all product and service lines.

Right Offer, Right Channel:Selecting the right channel, backed by customerinsights, to deliver offers for greater uptake. In this scenario, multi-prongedchannel delivery capability becomes as critical as devising the right offer.

Intelligent Channel:Leveraging a context-aware and social-aware channel backed by analytics and artificialintelligence to deliver the right quality of experience to the customer.

Unlearn and Reimagine Customer Segments

Segment of One:Driving offers to customers based on their usage, consumption, and associations such as socialinteractions.

Customer Relevance:Understanding the current and future consumer needs through customer insight, analytics andartificial intelligence, and driving offers based on behavioral disposition.

Deliver Experiences not Products:Delivering experiences to the end customer by stitching several products andservices across channels.

Reimagine Business Processes

It is pertinent to anchor an overarching transformation in the service delivery infrastructure with commensurateprocess and systems infrastructure transformation.

From 'inhibited-by workflows' to 'enabled-by workflows':Re-engineering internal and external processes, includingpartners' - aided by dynamic workflows and service orchestration - to deliver a seamless end-to-end customerexperience across customer acquisition, on-boarding, service delivery and service assurance.

Unified Communication Services:Drawing synergies to facilitatecommunication, collaboration and engagement across business units andgeographies.

Reimagine Products and Services

Reimagination of products and services mandates a shift from a product-centric to a customer-centric products andservices philosophy, driven by deep customer insights, commitment to meet customer demands and deliversuperior quality of experience, anywhere, anytime and over any device.

Digital Reimagination, an Anchor for NextGen Communication Providers

The digital revolution has unleashed exciting opportunities for Communication Providers. With the emergence ofconnectivity as a fundamental anchor of digital revolution, Communication Providers' position in the continuallyevolving value chain is critical. Digital revolution is the Communication Providers' moment of reckoning. To attain asustaining competitive advantage and to be a partner of choice for enterprises and consumers in the digital era, it is incumbent upon Communication Providers to lean on their core strengths in connectivity, experiential services(content, touch services), and customer relevance (insights). Communication Providers should fully leverage thetransformative potential of the digital five forces and reimagine their organization to the core, including customers,processes, channels, workplaces, and products and services for the digital era. It is pertinent for Communication Providers to choose the right partner before embarking on a Digital ReimaginationTM Program to lead the next waveof digital revolution.